Kids Help Phone, a Canadian Nonprofit, Calls on iContact to Improve Email Marketing Program

What They Do

Kids Help Phone’s counselors provide the help and hope that Canada’s young people need and deserve 24 hours a day, 365 days a year. Counselors are always on hand to answer calls and online questions, to share information, and to provide referrals to community and social service agencies in children’s communities.

The Challenge

The Kids Help Phone team prides itself on its ability to communicate with the youth of Canada. That’s why its members were so troubled when they evaluated the nonprofit organization’s email marketing program: difficult workflows, segmentation weaknesses, and little to no customer support from the organization’s email marketing provider were holding the team back from reaching subscribers.

The Solution

Kids Help Phone’s team members turned to iContact Plus for the features and support they had been missing with their old email marketing provider.

They were pleased to find that iContact’s workflows allowed them to combine the strengths of each of their team members. Applications they had used in the past made collaboration difficult, but iContact allowed team members to contribute seamlessly to different aspects of a single campaign, from list building and design, to content creation and tracking.

With difficult workflows no longer a concern, the team shifted its focus to segmentation. Juggling donors who had different interests and who wanted communications in different languages (English and French) had become a concern as Kids Help Phone’s list grew. Team members were not confident that the right messages were reaching the right subscribers, so they turned to their iContact account manager for help. She dug into the details of segmentation with the team and helped create a segmentation strategy that made sense for Kids Help Phone’s business.

Since mastering segmentation, the Kids Help Phone team has spent weekly strategy sessions with its iContact account manager learning how to boost its email campaigns with social media, Google Analytics tracking, and surveying. “iContact’s account management services were one of the reasons we chose them,” said Ted Kaiser, Kids Help Phone’s vice president of information technology. “It wasn’t until we got started, though, that we realized just how much our account manager cares about our success and understands how we work. It was important to find an email marketing provider that would also be a partner, and I feel confident that we’ve found that in iContact.”